Fixing PPC performance drops is a critical part of managing campaigns in the igaming and sports betting space.
Here are some tips to identify where the problem areas are.
Summary – Identifying PPC Performance Drops in iGaming & Sports Betting
When PPC performance dips in iGaming/sports betting, a systematic approach is crucial.
Player Profile Issues
First, analyse if your attracted player profile has shifted (demographics, device, behaviour), as platform changes can subtly alter audience composition.
CRM Changes
Next, review your CRM and bonus structure for recent changes affecting user engagement post-click. Examine product updates (sign-up, interface, deposits) for potential conversion friction.
Semantic Keyword Matching Messing Things Up
Scrutinise search term reports for irrelevant queries due to evolving semantic matching. Assess ad creative and messaging for unintended audience shifts (e.g., bonus-focused adverts attracting low-value players).
The Competitive Landscape
Lastly, analyse the competitive landscape for new offers or improved user experiences. Performance drops are usually multi-faceted, involving user behaviour, product, creative, and competition. A methodical review of each area is key to diagnosis and swift resolution.
Video: Fix Performance Drops – iGaming and Sports Betting Paid Search
Conclusion
As you can see, it’s important to look in detail at potential issues both outside and inside the ad platform.
Several issues might align to hamper performance, or in some cases, a single issue may conspire to ruin your campaigns’ return.
Nevertheless, the key is to have a structured approach to identifying issues, as outlined here.
We undertake the same approach when doing a PPC Audit for iGaming and Betting clients.
If you would like to get the full Audit deck that was used in the video above, let us know via the form below.
Contact Us – Get Our PPC Audit Deck
